Hyper-linked Olympics

Out of curiosity I went ahead and tried to read Athens Olympics TOC for hyperlinking their site. Check this -

For your protection and ours we have established a procedure for parties wishing to introduce a link to the ATHENS 2004 website on their site

We all know that few commercial entities exploit this kind of thing but how hard it is to come up with a free linking policy for non-commercial purpose ? Some sort of creative commons. After all Olympics were supposed to be for the commons and by the commons. ( Maybe not if you are part of the IOC and NBC camp )